Wherstead: Jimmy Doherty of Jimmy’s Farm to front Red Tractor pork TV campaign

Jimmy Doherty, who is fronting a new Red Tractor pork advertising campaign on TV.

Jimmy Doherty, who is fronting a new Red Tractor pork advertising campaign on TV. - Credit: Archant

A three-week television campaign is set to explain what the Red Tractor pork scheme is all about.

Pork levy payers’ organisation BPEX will be running a documentary-style advert for pork running from January 22 to February 16, fronted by Jimmy Doherty, owner of Jimmy’s Farm at Wherstead, near Ipswich, on Channel 4, More4, Good Food and 4OD.

BPEX head of marketing Kirsty Walker said: “This is a great opportunity to raise awareness of Red Tractor as a whole as well as specifically for pork.

“The timing of the TV burst is also very important in view of the current differential between domestic and European prices.

“It is important to explain what the Red Tractor stands for and to ask people to think about their choice and look for the logo when they are shopping for pork and pork products.

The campaign has been developed to engage consumers with the Red Tractor mark and begin to build loyalty at a critical time for pig farmers, pork processors and retailers who support Red Tractor pork.

In the advert, Jimmy Doherty urges audiences to ‘Trust The Tractor’, helping customers to understad the meaning of the Red Tractor.The 30 second ‘Trust The Tractor’ TV ad will be supported by a host of online content, in which Jimmy credibly articulates the benefits of the Red Tractor assurance scheme.

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A series of three online videos will be hosted on the Channel 4 website while 30 second ads for films will run on 4oD, appearing before food and factual programmes with prompts to click through to the full length versions. Online banner advertising will also run throughout the 4oD website.

To find out when the ad is appearing go to www.lovepork.co.uk/red-tractor-pork/give-a-fork-about-your-pork/where the advertising schedule will be available a week in advance of being broadcast. You can also see the other videos of Jimmy talking about the Red Tractor pork scheme